Released on: October 1, 2008, 11:15 am

Press Release Author: Matthew Gryczan/Alexander Marketing

Industry: Apparel & Fashion

Press Release Summary: Kindel Furniture Co. will be selling its own brand of
mattresses made under private label by Hypnos, fabricator of ultraluxurious
mattresses for Queen Elizabeth II and other members of the royal family for more
than four decades.

Press Release Body: GRAND RAPIDS, Mich., October 1, 2008 -- When Kindel Furniture
Co. went looking for a suitable partner to make mattresses for its handcrafted beds,
little did the company know it would end up offering products literally fit for a
queen. Starting in late October, Kindel will be selling its own brand of mattresses
made under private label by Hypnos, which make ultraluxurious mattresses for Queen
Elizabeth II and other members of the royal family for more than four decades.

Kindel’s new relationship with Hypnos is yet another step by the company to provide
high quality bedroom suites to the aging BabyBoomer generation that has come to
appreciate the great value of a good night’s sleep -- and now has the wherewithal to
pay for it. The seven various styles of beds that Kindel will feature at the fall
furniture show in High Point, N.C. on Oct. 20 is the largest presentation of bedroom
furniture in the company’s recent history. Along with new beds that range from a
Dorothy Draper-inspired design to a Louis XVI low four-poster bed, Kindel will offer
three mattress sets manufactured by Hypnos.

“Our new lines of bedroom furniture and agreement with Hypnos underscore Kindel’s
return to its roots because we started out as a bedmaking company,” Kindel President
and CEO Jonathan Smith said. “Hypnos shares our philosophy that there is a sizable
segment of consumers who appreciate products that stand the test of time, and we
feel now is the time to more thoroughly serve this segment with quality bedroom
frames, box springs and mattresses.”

While Kindel’s name is synonymous in the United States with furniture that is passed
from generation to generation, Americans aren’t as familiar with the storied history
of Hypnos, which has served as bed makers to the British royal family for more than
106 years. “We appreciate the emphasis that Kindel places on the value of a product
that lasts decades, “ said Adrian Jones, vice president of sales and marketing for
Hypnos U.S.A., based in Franklin, Tenn. “Many people are surprised to learn that
mattresses manufactured to the highest standards can last for many years – nearly as
long as the bed frame itself.” The price of Hypnos manufactured mattresses reflect
the quality and comfort of their products: the queen-sized mattress and box spring
sold through Kindel can run from anywhere from $4,999 to $7,999, depending on the
features that the customer selects.

Jones said the late Queen Elizabeth, mother of Queen Elizabeth II, slept on the same
Hypnos mattress for 67 years – only once having the mattress refurbished during that
time. “We cut the cover off when it was refurbished, we found our original maker’s
card, so we knew exactly what year it was made,” Jones said. “And remarkably, we
didn’t have to replace the springs – just refill the natural fibers such as lamb’s
wool, cashmere and silk.”

The line of Hypnos mattresses that Kindel will market are manufactured by
craftspersons at the Hypnos U.S.A. plant in Gallatin, Tenn., using the same
materials and time-honored techniques as the parent company in Princes Risborough,
Buckinghamshire, England. Employing a small team of craftspeople, Hypnos produces
only about 30 mattress sets a day in the United States for the luxury hospitality
market, compared with mass production manufacturers that typically fabricate between
800 and 2,000 sets a day. Employing 350 people worldwide the Hypnos brand is sold
in major metropolitan areas of Australia, Asia, Europe and North America.

Production of a Hypnos mattress is a labor-intensive process -- averaging six hours
per set versus an assembly line product that has around 15 minutes of labor. Using
the finest Belgian damask for coverings, craftspersons use a hand tufting technique
of pulling long needles with heavy thread all the way through the mattresses to
secure all the natural materials in place. Hypnos inner spring mattresses have more
than double the number of springs of mass produced mattresses, Jones said. For
example, a queen-sized Hypnos bed has 1,224 individually encased springs, compared
with a typical mass produced mattress that may have 600 springs. Hypnos
craftspersons hand nest and center tie springs to provide flexible support that
lasts for decades.

But another secret to the great degree of comfort that Hypnos offers its sleepy
customers is due to the construction of the mattress’ box spring. “By and large,
mattress companies have eliminated the springs in the box to save money,” Jones
said. “They just sell a wooden box frame that doesn’t offer any benefit for the
customer’s comfort. Hypnos sells box springs with spring movements that act as a
shock absorber, greatly enhancing the comfort for the customers and adding to the
life of the mattress.” Hypnos box springs themselves are built for decades of wear
by using materials such as kiln-dried, hand selected poplar hardwood instead of
pine.

Kindel will be introducing Hypnos manufactured mattress sets on all its bedroom
products at the international furniture trade show the week of October 20 at High
Point, said Jay Paschall, vice president of new product development and global
sales. In addition to innerspring mattresses, Kindel will show a Hypnos product
made from all natural Talalay latex that is firm on one side and soft on the other.
Kindel expects to begin marketing its private label of Hypnos manufactured mattress
sets this fall through its network of sales representatives.

Kindel employs more than 100 highly skilled craftspeople at its original factory and
headquarters in Grand Rapids, Mich. All Kindel furniture is bench-made by hand
carvers, upholsterers, and others, some of whom are second-generation Kindel
craftspeople. Kindel also manufactures custom-designed furnishings and assists
customers in acquiring the exact pieces they want to complete their collections.

Proudly made in America since 1901, Kindel furniture is known as much for the
emotion it evokes as for its craftsmanship. Kindel manufactures furniture based on
designs of some of the world’s most talented designers. The Dorothy Draper
Collection and the Knowledge Collection reflect the current American aesthetic for
beautiful, fresh, and distinctive furniture. Kindel also carries exclusive rights
to reproduce the furniture at the Henry Francis du Pont Winterthur Museum, as well
as that of Mount Vernon, the ancestral home of George Washington. The collections
that Kindel has reproduced from some of these venerable originals are line-for-line
copies, utilizing materials and finishes identical to the originals. Kindel
furniture is made for discriminating customers who desire comfort, beauty and the
value that comes from unmatched workmanship.

Kindel products are carried by interior design centers and retail stores, including
the showrooms of Robert Allen|Beacon Hill in New York City, Los Angeles, Chicago,
Atlanta, Boston, San Francisco, Seattle, Houston, Washington D.C. , Philadelphia,
Dallas, Dania Beach, Fla., Woodbury, N.Y. and Troy, Mich. It has also expanded into
international markets including Japan, Spain, United Kingdom, Saudi Arabia, the
Ukraine, and Kuwait.

Under a program called ReNew, the company also offers to refurbish any of the
estimated 250,000 pieces of Kindel furniture made over the past century by using
many of the same techniques at the same Grand Rapids location as when they were
first manufactured.

For more information Kindel, please refer to the company’s website at
www.kindelfurniture.com or contact Matthew Gryczan at
mgryczan@alexandermarketing.com or phone (616) 957-2000.


Web Site: http://www.alexandermarketing.com

Contact Details: Matthew Gryczan, 277 Crahen Avenue NE, Grand Rapids, Mich.,
49516-0601, phone 616-957-2000, fax 616-957-3514, mgryczan@alexandermarketing.com